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2003 Spring Conference

What’s the future of communications in North Dakota?
Panelists find as many questions as answers in survey results

What does the future hold for professional communicators in North Dakota? To answer that question, three panelists, along with presenter Leslie Helgeson and moderator Lana Rakow, took a look at results from a survey of NDPC members. Their discussion took place June 6 at the NDPC Spring Conference.

Helgeson, project manager for the survey and a doctoral student in UND’s School of Communications, said the survey asked questions about members’ perceptions, problems and suggestions for communications careers. Some key findings:

• People surveyed showed a “fairly strong” middle income level, with half earning between $25,000 and $50,000. Ten percent reported incomes of $75,000 or greater. However, 16 percent made under $18,000. “I’m disappointed in those salaries,” said panelist Janell Cole, capitol reporter for The Forum. “It’s interesting there aren’t more people showing dissatisfaction with that.” Panelist Susan Mickelson of SimmonsFlint ad agency in Grand Forks agreed, noting that the highest dissatisfaction seemed to be with low potential for salary increases, rather than with the salaries themselves.
  
• Nearly 80 percent of those surveyed were very satisfied with many aspects of their jobs. However, quite a number of those surveyed indicated they might consider another employer or another career. “It’s interesting to think of the areas of satisfaction as selling points for career opportunities in North Dakota,” said Rakow. “Some of them may compensate for some of the other things like salary levels.”
  
• More than 95 percent of those surveyed highlighted the importance of professional development in their careers. Clearly, those surveyed are also looking for professional development and leadership training from professional associations. Almost 60 percent expressed interest in non-credit workshops.
  
• Additionally, communicators suggested they could contribute to North Dakota’s image nationally and be advocates for the state.
  
• Lack of career opportunities and outmigration of workers, however, were cited as the greatest problems faced by communications professions.

These results provided a springboard to further discussion by the panelists. Jerry Fiskum, representing the North Dakota Broadcasters, advised communicators to learn more about marketing and advertising and how important they are to news organizations. It’s often these bottom-line costs that drive salaries, hirings and layoffs.

“It’s easier to keep salaries low in big companies to meet the bottom line,” Fiskum said. ”Some entrepreneurs do better — the small companies are often willing to pay higher salaries.”

Can companies find a specific sector in which to specialize, helping them ride out bad economic times? Can communicators find the balance between creative, smart work and the company’s bottom line? Can North Dakota encourage entrepreneurial communications careers? These are just a few of the questions that arose from the survey results and ensuing panel discussion.

The complete survey report is available on the the NDPC Web site.
 
- Karen M. Stensrud